Donald Trump (search) doesn't always get what he wants. Trump said he approached NBC executives to pay him "`Friends'-type money" — or $2 million per episode — for "The Apprentice (search)."

"They didn't give me that," he told a crowd at the ASI Show, one of a series of trade shows put on by the Advertising Specialty Institute for makers of promotional products.

The tireless self-promoter, who has put his name on everything from buildings to bottled water, gave tips to those who market brand names through key chains, coffee mugs or buttons.

"You have to love what you do," the billionaire real estate developer said Wednesday. "I've never seen a really successful person who doesn't love what he does."

And he suggested: "Go against the tide and sell a product that no one else is selling."

"Having a good product helps," said Trump, dressed in a dark suit and pink tie. "You can sell really well, but it really helps if you have a good product."

He was a clear favorite of members surveyed about who they most wanted to learn from, said Matthew Cohn, ASI Show president.

During the third-season finale of the NBC reality show earlier this month, Trump selected Kendra Todd (search) as his first female "Apprentice," handing her a job with his organization and a $250,000 salary.

"It's all about ratings," he said at the trade show. "Someday, I may not get the ratings. Who knows? I may lose some more hair."